Do you want your content to go further?
Is your content continuing to offer you results?
Most of your content should be working hard for you on an ongoing-basis.
If not, then it's time to plan the use of your content better! Having a more robust approach to content marketing offers many advantages and it's beneficial for both your customers and your brand.
Here's how to prolong the strength of your content, so it can go the distance for the good of everyone.
Prefer to listen, rather than read? Here's the Podcast summary!
How content works today (everyone knows this)
In every industry and across every field, brands are producing content in its endless forms.
Blogs, videos, articles, posts, publications, books, podcasts, and the list goes on. But the single, uniting goal of them all is to reach an audience for a desired purpose.
That's how content creation works today - and exchange of value.
Everyone has this fundamental knowledge almost down pat by now, because thousands of pieces of content shoot off every day. Check how quickly your LinkedIn and Facebook feeds scroll by every minute!
So with these kinds of numbers flying by at alarming rates, how are we ensuring that our precious time spent developing well-written pieces of content for our target audience is not a complete waste of time?
The answer lies in ensuring that you prolong the strength of each execution!
Once the material is of the highest quality it can be, it's then all about extending its shelf life!
How to extend the shelf-life of your content
(1) Make A Big Bang The First Time
Everyone loves a brand new post, and truth be told, this wave generally receives the biggest influx of eyeballs. That's because it's fresh and on-topic, and your most active followers will be quick to jump on, interact and respond.
The goal is to ensure that this content is being promoted across all of your platforms and portals at the most high-traffic times of the day so that it's engaging the right people.
For more information, read about omnichannel content marketing here.
(2) Make It Easy To Share
Promoting your own content is good. Having your audience advocates share it with their networks is even better. It's the equivalent to good word-of-mouth as people trust their friend's recommendation over that of the content copywriter alone.
So ensure that they can!
Place tasteful social media share buttons and easy to copy hashtags and URLs, so when a reader decides they like your piece enough to pass it on, they can do it in an instant.
This greatly extends the life of your post if it's working its way around the digital neighbourhood and becoming viral.
(3) Re-Share The Content A Few Times
Studies show that after the first launch, it's safe to assume 90% of your target audience will have unfortunately missed it. But that's ok!
Studies also show that after the initial peak of readers, re-sharing the post within a reasonable time frame will rekindle the views on it, because you're casting the net out again to capture the people who more than likely simply missed your first wave.
This is quite an easy method of prolonging the strength of precious content, and yet so many creators fail to do it. If you've written high quality content which is still relevant at different times, then re-sharing it will ensure it reaches the people who failed to be around at the time you posted last time.
Just a warning- don't saturate each channel by going overboard with this, as that can frustrate them, which is counterproductive.
(4) Apply The Marketing Rule Of Three
An oldie, but a goodie.
The rule of three states that when you produce one piece of content, you should be utilising it in at least three different forms to ensure maximum utilisation.
We are all time poor- both creators and consumers alike- and so we want to ensure that we are not wasting precious resources failing to make the most out of our efforts.
So, that blog post you wrote last month:
Because this means that your content is working hard across several mediums and reaching those precious audience members who may perhaps prefer different ways of reading it that your original post.
(5) Use Statistics To Make Better Content Choices
Always back your content with a way to track its popularity to gain some insight into how well it's being received by you audience.
In today's digital world, it's a pretty simple thing to do. All social media sites offer some sort of system to see how many impressions and clicks your posts have received.
The same goes with websites, video portals and podcast downloads. Having these kinds of facts and figures means you can see which piece is receiving the most attention, and then create 'spin off' content with a similar topic to get the best resonance out of your audience.
(6) Recycle Your Content
Yes! Recycle your content - it's a really smart technique in content marketing.
What that means is going back into the archive of your old content and then editing, polishing and rewriting it. Add new sections, update all old references, delete obsolete parts and add more sections that give your old content new life.
Then republish it as if it were new again!
You may think it's a cop out to reuse older content, however recycling your content offers so many advantages to both you and your audience.
For you, you don't have to keep creating new content (which can be time-consuming), and for your customers, they get an older topic that has been rewritten and refurbished to suit today's context.
Also, recycling your content is a powerful SEO technique too, as search engines like Google like when you give old content a refresh.
(7) Use a Professional Copywriter
Your audience is demanding content from you every day.
If you don't produce it, then they'll go to your competitor who does. You need to lead the conversation with well-written content if you want to remain relevant.
But, creating high-quality content isn't easy. It takes time, experience and expertise.
A professional copywriter can help you create content that lasts.
How? Because we do it every day.
Leverage our help to create content that yields results while you focus on the rest of the business. Don't worry - at Melotti Media, we can help you.
How Do You Extend The Life Of Your Content?
The above are just a few tips on how to ensure that your precious pieces of marketing content are getting the greatest penetration for the longest amount of time.
After all, in business, we need to aim for maximum effectiveness at the maximum efficiency, to ensure that our content is lasting the distance.
What are your tricks you've discovered work best when keeping your audience engaged with your content over long periods of time?
How Can Melotti Media Help You?
DISCLAIMER: This blog expresses the opinion of Christopher Melotti (Melotti Media) and should be taken as general information only. No responsibility is taken for your actions in response to any content in this blog. See the website's Terms and Conditions for more information.